Car as a Commodity: From Hummers to Ho-Hum

Is Google threatening to homogenize cars into oblivion as Microsoft/Intel did with PCs and Google itself did with its Android smartphones? Don’t tell me you haven’t seen this movie before. The Wintel PC platform, since the late 1990s, has given birth to a slew of standard PCs that feature almost identical functions and low, low price tags. Lately, smartphones have followed the path already well-traveled by PCs. With Google’s Android now widely available, smartphones are fast becoming a commodity. We’re seeing a big change from 8 years ago, when Apple wowed the world with its first iPhone. The big question is, will automotive be next? My prediction is yes. It’s inevitable. The important point in this question, however, isn’t either “if” or “when” this will happen. Rather, how will the…


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